A group of young entrepreneurs came to us in search of an identity, including name and graphic system. Across Vietnam many startup ecosystem players existed and the group were coming early, but not first into the SME servicing industry.

We looked into the competition and saw that all use names and logos that are are highly descriptive; due to the limited vocabulary, many organizations tended to have acronym names or all use the same words in their names, e.g. start, startup, hub, and the like.

Solution

We considered a globally used analogy for something starting out new: the baby chicken hatching into the world from its egg. Inspired by this archetype, we embraced the analogy fully, using the chick, hatching, and related symbolism. The result was HATCH! PROGRAM with a black egg, inspired in part by the local eating tradition of "100 year old eggs". The logo has two chicks kissing, as well as one facing forward.

Results

HATCH! PROGRAM has grown fast, and after two years has firmly established itself as one of the most enduring, sustained operations in the Vietnam startup ecosystem. Gaining attention from governments, International partners and collaborators; and most importantly, Vietnamese would-be entrepreneurs for whom it serves.